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Value Control Reporting

Updated: 2018年01月16日 18:21

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The Value Control reporting page is located in theAnalysis menu. It gives you a summary of all the campaign evaluations over the past 30 days and lists all the campaigns that have been launched using this feature.

Calculate results for a segment – You can select a segment from the list and Value Control will add the data for that segment to the Detailed Results table (naturally this will only apply to contacts who are in that segment and the on launch list). Please note that this will not refresh the main campaign summary.

Save as contact list – This creates two contact lists, one for the test group and one for the control group. These will appear on the Contact Lists page with the naming convention ‘campaign_name – Test group‘ and ‘campaign_name – Control group‘.

2. Comparison Charts

Here you can see the metrics for the test and controls groups side by side, as well as total figures for the impact that can be attributed to this campaign alone. For each chart the statistical confidence level is indicated, as well as the overall effect (positive or negative).

The difference between the two columns shows how much the campaign has affected your customers’ normal engagement and purchase patterns, and whether or not it was worth sending.Above each chart you can see the difference between the two groups in absolute values (the % figures are % points).

Value Control also calculates whether or not each comparison is statistically relevant, and shows if the figures are above or below the 95% confidence level threshold.

3. Detailed Results

Each time you calculate the results for a specific segment within the launch list, a breakdown of the results for that segment is shown here. In this way you can easily compare the behavior of your different customer lifecycle segments, for example, against the overall total.

1. Troubleshooting

Value Control is dependent on purchase data uploaded by Smart Insight. There are two scenarios where data load can affect Value Control:

If there is no Smart Insight data loaded in the seven days prior to an experiment, the experiment will be cancelled in advance.

If there is no data uploaded during the experiment, you will be informed that the experiment could not be conducted.

2. What does “Statistically relevant” mean?

A key term to understand when working with Value Control is how we determine if the results are statistically relevant. Based on the distribution of underlying data per contact and the variance of the behavior between the contacts, we establish the confidence level of the results.

A confidence level of 95%, for example, means that if you were to measure the effectiveness of the same campaign with 100 similar launch lists, you would expect to get the same result in at least 95 of the evaluations.

If the behavior is very “noisy”, i.e. with high variance in relation to the measured difference, the confidence level will usually be lower, and vice versa. These indicators are there to help you decide whether or not to take action based on these results.